Open Fire: Consumer Engagement
Until today, I thought that Consumer Engagement meant more or less “giving people something to do on your website instead of just pushing your product”. Not so. Apparently, there are as many and as vague definitions of the term as of “Word of Mouth” or “Buzz Marketing”. But when you look at it, it all basically comes down to two paradigms:
The War Paradigm - Engage the customer as you would an enemy in the field. Batter them into submission with your messages. That’s called “conversion” (as in “by fire and by sword”). And
TheLove and Marriage Paradigm - Engage with you customer as if you were to begin a lifelong loving relationship. Because, in fact, you are. Or not.
What’s Wrong With arpeggiata.com?
L’arpeggiata are an early music ensamble, lead by lutist and harpist Christina Pluhar (no relation to Erika, I was told). To sample their music, go Amazon, iTunes or to their surprisingly contemporary website.
The website is aesthetic and atmospheric, with lots of content (text, images, video), e-commerce integration, and a busy forum (that’s really a guestbook, [...]
Book: Positioning
Al Ries’ and Jack Trout’s Positioning: The Battle for Your Mind is dated, controversial, and still a planner’s bible. Ries/Trout start from the observation that we live in an over-communicated world (even more true today than 30+ years ago when the book first appeared). Their remedy for all who want a slice of mind and [...]
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